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American Marketing Association
September 28, 2020 // American Marketing Association  //       //  Agency News

CES 2021 Confirms Need for Marketers and Brands to Reimagine, Not Replace

By Cathy Planchard, Allison+Partners, All Told Global President

Organizations that spent the first half of 2020 adjusting to meet the pandemic’s challenges learned by mid-summer their pivots would be longer and deeper than expected. This became more evident when events and tradeshows had to be cancelled, postponed or moved online, particularly CES 2021.

The world’s largest tradeshow, which brings 175,000 people to Las Vegas every year, will be fully virtual for the first time. For brands “exhibiting,” the implications of CES’ move run far and wide. How can you showcase your technologies in an environment where they can’t be touched? How can you still get media attention when you can’t physically track down reporters to bring them to your booths? What about all the in-person prospecting and deals you expected to make?

The solution is to reimagine, not replace.

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